Predictive analytics and machine learning

Nowadays, computer algorithms can be programmed to learn from the data and the inputs that it is fed. Machine learning is set to impact the content marketing industry in exciting ways, in fact, 84% of marketing organizations are now implementing or expanding to AI and machine learning. However, the key question remains – how exactly can machine learning affect the content game? We set to find out the answer to that in our latest #SEMrushchat with special guest, Geoff Colon who is the Communications Designer at Microsoft, and a compelling voice at the intersection of technology and marketing. His insights, along with our other chat participants, on machine learning and its impact on content cannot be missed. Here is what they had to say: Q1. In your opinion, will machine learning be the death of content A/B testing? Why or why not? The AI algorithms that use machine learning can process large amounts of data in milliseconds. In fact, it combines both the speed and … [Read more...] about How Machine Learning is Changing the Content Game Right Now #SEMrushchat Recap

When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use? This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can become widely accessible tomorrow — just look at the GPS system, or drones. We’re seeing this now with marketing technologies. Machine learning has made it so that marketing automation platforms can be predictive — able to learn, think and act without explicit instructions. The result: more precise, efficient marketing that adapts to the journeys customers travel. What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimization, automated workflows and personalized content. Think of it as a team of robots at your … [Read more...] about Machine learning is marketing’s future

Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! In this week’s episode of Marketing Nerds, we are joined by Eric Siegel, founder of Predictive Analytics World and author of the award-winning book Predictive Analytics, to take a deeper look at what Predictive Analytics really is and how businesses can use it to make important decisions and improve success. What is Predictive Analytics? It’s learning from data to make predictions. In the case of marketing, it’s predicting response, predicting churn, or any other company consumer behavior that would help target marketing efforts. It’s a direct way to decide, per individual prospect or customer, whether to contact or not—which offer to contact with, whether to offer a retention offer, etc. Predictive analytics is quite straight-forward and specific to define, which actually stands in stark contrast to the more general hype we … [Read more...] about #MarketingNerds: Eric Siegel on Predictive Analytics

For many of us, analyzing our AdWords data starts with downloading a massive .CSV file into Excel and running various calculations and building charts. After that, we turn into fortune tellers, trying to read the analytical tea leaves of our data and predict what changes to make. That analysis is time consuming, difficult, and biased by our personal experiences and emotions. Machine learning can help us fix that. Today, we are going to use the Google Prediction API and AdWords Scripts to predict the future. Asking For A Prediction With the Google Prediction API, you no longer need a dedicated team of PhDs to build and maintain an analytical model for your pay-per-click (PPC) data. All you need to do is format and push your data in, then ask it for a prediction. The more data you can provide, the more accurate that prediction should be. The world of machine learning seems a little daunting at first, but I’m going to give you a crash course to help you get started quickly. … [Read more...] about Machine Learning With AdWords Scripts And Google Prediction API

A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time. In this post, I will talk about how concepts from machine learning could potentially be applied to help with the efficiency part. I’ll use keyword categorization as an example. To paraphrase Steve Jobs, a computer is like “a bicycle for the mind.” The generally understood meaning of this statement is that, in the same way a bike can increase the efficiency of human-powered locomotion, computers can increase human mental productivity and output. With the existentialism out of the way, let’s get to something tangible — We’ll explore here how relevant/valuable it could be to try and automate the process of placing new key phrases into an existing … [Read more...] about Machine learning for large-scale SEM accounts